When Apple Maps disastrously launched in 2012 even the most faithful of Apple fanboys thought it’d never be competitive against the obviously superior Google Maps. But just two years after it announced its own mapping platform, Apple is now dominating Google in mapping traffic on 4G, at least on one U.K. carrier.

EE has today announced the U.K.’s first 4G pay-as-you-go plans, as well as its “most affordable” pay monthly 4G packages as it looks to step up its fight against competing 4G services from O2 and Vodafone. They go live on October 30, and they promise to provide Brits with cheaper and easier access to the 4G revolution.

When Apple updated its website on Tuesday and added the new iPhone 5s and iPhone 5c to its online store, we were surprised to see that it was only advertising support for two of the U.K.’s four 4G carriers — EE and Vodafone. But don’t worry, both Three and O2 have confirmed that the devices will support their new LTE networks, too.

Last night, EE officially announced that it has now successfully brought 4G LTE coverage to more than 100 markets across the U.K. Accrington in Lancashire was named the hundredth town to have its EE’s LTE service activated, on the eve of both O2 and Vodafone’s 4G switch-ons.